B2B Research & Insights

What market forces are driving change today? Ironpaper shares stats, insights, analysis, and survey reports that help guide B2B marketing and sales strategy for an ever-changing world. 

Interested in a deep dive into marketing and sales strategies? Our B2B Glossary is a great resource for discovering how tactics and strategies stack up against each other. 

Vantage Point

Transitioning into 2024

B2B leaders contended with shifting priorities in 2023, which will have lasting effects throughout next year as the global economy continue to wrestle with volatility and uncertainty.

Buyer needs are evolving in an ever-changing marketplace. Digital transformation is accelerating--even in latent industries.

B2B marketing and sales teams will need to re-evaluate how to survive and grow in an environment ripe with opportunity and risk. Slower growth in the overall market will constrain companies that do not understand and clearly reframe their solutions around buyers' needs. The chaotic market will create wider performance variances between the top and bottom-performing companies. 

Digital adoption is no longer a strategic differentiator. Many companies have more data than ever but struggle to drive action from this data. On top of the chaotic market conditions, the "war on talent" is becoming more bloody.

B2B companies with strong marketing and sales programs will be better positioned for growth. Those who use their data to understand their buyers' needs better will have the clearest path forward in this time of market uncertainty. 

Market forces at play

  • Digital transformation accelerates
  • Skilled talent shortage
  • Gaps between marketing and sales
  • Evolving buyer needs 
  • Increased competition
  • Continual technological disruption
  • The tension between high-demand and low supply or talent capacity
  • Data overload



Only 8.1% of B2B leaders felt their messaging was ”very effective.”


B2B companies said the fact that the needs of buyers are evolving, forcing us to change the way we communicate is impacting their ability to generate revenue.


B2B companies report they generate enough qualified leads. A need to engage and nurture leads is a greater concern.

For a collection of trends and stats based on Ironpaper's recent research, see: B2B marketing statistics page.


What is the single biggest challenge with nurturing leads?

Successful lead generation strategies according to B2B decision-makers

Where U.S. B2B decision-makers reallocated their in-person event budget in March 2021

What changes are impacting your company’s ability to generate revenue?

What Challenges Do You Face as a People Manager? (Respondents could select up to three responses).

What is your company's commitment to evolving the marketing and sales process to incorporate advanced digital tools?

When you set goals with/for direct reports, what is the biggest challenge?

Ironpaper is a B2B agency that helps companies accelerate results with marketing and sales.

Ironpaper is a growth agency. We build marketing and sales programs for B2B companies. We improve how companies attract, convert, educate, and inspire ideal buyers. 

We bring an integrated set of capabilities to accelerate growth.

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New York, NY 10016

Ironpaper - B2B Agency

B2B Marketing and Growth Agency.

Grow your B2B business boldly. Ironpaper is a B2B marketing agency. We build growth engines for marketing and sales success. We drive demand generation campaigns, ABM programs, B2B content, sales enablement, qualified leads, and B2B marketing efforts. 

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